Brag book
In short
A brag book is a curated collection of proof that your product works: customer results, testimonials, case studies, awards, and press. Sales reps use it to back up claims during conversations and proposals.
The idea comes from salespeople who carried a physical binder of wins. Today it is usually a shared folder, a slide deck, or a page in the sales enablement tool, organized so reps can find the right proof quickly.
What to include
- Case studies: Short stories with a problem, solution, and result.
- Quotes: Short customer statements, with permission.
- Metrics: Real results the customer agreed to share.
- Logos: Customers you may show, sorted by industry and size.
- Third-party proof: Reviews, awards, or press mentions.
How to build one
Collect from the source
Ask customer success and account managers for happy customers. Request quotes soon after a good result, when enthusiasm is high.
Get permission
Confirm in writing what you may share, including names and numbers.
Organize by use case
Tag each item by industry, company size, problem, and persona, so a rep can find a close match in seconds.
Keep it fresh
Remove old items and review every quarter. Outdated proof harms trust.
How reps use it
A rep selling to a mid-size logistics firm opens the brag book and picks a case from a similar company. She shares one page, not twenty. The closer the match, the more persuasive the proof. Reps may also keep a personal brag book of their own wins, such as quota attainment.
Common mistakes
- Too much: A giant folder nobody can search is not used.
- Poor match: Proof from an unlike customer carries little weight.
- Unverified claims: Only use results you can support.
- No owner: Without an owner, it goes stale.
Brag book FAQs
What is a brag book in sales?
A brag book is a curated collection of proof points such as case studies, customer quotes, results, and awards. Sales reps use it to back up claims with real evidence during conversations, demos, and proposals.
What should a sales brag book include?
Include short case studies, approved customer quotes, verified metrics, customer logos you may show, and third-party proof like reviews or awards. Organize items by industry, company size, and use case so reps can find a close match quickly.
How do you build a brag book from customer wins?
Ask customer success and account managers for happy customers, request quotes and results soon after a win, get written permission to share them, then tag each item by industry, problem, and persona. Review the collection every quarter.
Is a brag book the same as a case study library?
Not exactly. A case study library holds full stories, while a brag book is broader and includes short quotes, metrics, logos, awards, and press. It is meant for quick access during live selling.
